Heinz has unveiled its latest condiment innovation, Heinz Mustaaaaaard—a chipotle honey mustard inspired by Grammy-winning producer Mustard (Dijon Isaiah McFarlane) and his signature yell in Kendrick Lamar’s 2024 hit “tv off.” This limited-edition flavor blends smoky chipotle peppers with sweet honey to offer a bold twist on classic mustard.

Mustard not only helped craft the recipe but also serves as the face of the campaign. The condiment boasts a thick texture and a balanced flavor profile that combines heat, sweetness, and smokiness, making it ideal for grilling enthusiasts as a marinade or burger topper.

The rollout began with an exclusive preview at Buffalo Wild Wings across the U.S., where guests could receive complimentary bottles while supplies lasted. Wider availability is scheduled soon at Walmart.com, Target, Amazon, and 7-Eleven stores nationwide. This launch marks Heinz’s first national mustard innovation in nearly a decade and its first U.S. product co-created with a celebrity partner.

“This launch is the latest example of our ability to bring innovation and unexpected flavors to market faster than ever before,” said Peter Hall, president of Elevation, North America, at Kraft Heinz.

Mustard, now Heinz’s chief mustard officer, shared, “I knew I wanted to make my own sauce one day, something that wouldn’t be like anything else out there. Adding mustard gives you that nice browning, bark formation and grilling, but that’s just step one.” He described testing various flavor combinations, ultimately selecting this chipotle honey blend as “the ‘Mustard’ of all mustards.”

The campaign was developed with agencies Cashmere, The Kitchen, Zeno Group, and Jones Knowles Ritchie.

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